AI-supported website personalization for holiday destination
Kleinwalsertal is one of the top five tourist destinations in Austria with 10,350 guest beds and around 1.6 million overnight stays a year. It has been working intensively for several years on a digital transformation strategy. The new website is the first website of an Austrian tourism region organization that adapts dynamically to its guests' needs and user behavior.
The tourist destination wanted to meet the growing needs and wishes of the guests and to continuously optimize booking processes. They were looking for an innovative solution that holistically unites the website and webshop, improving the customer experience and making it more emotional. Offers, such as hotel rooms from the region should be booked directly from the content pages, by merging the website and shop.
After advisory of the digital agency Elements, Pimcore was chosen to provide the solution for this challenging project.
All content is automatically controllable based on the user behavior, targeted delivery of personalized and contextual content improves significance or the various target groups: correct content, at the right time, to the right user, on the right device.
The Pimcore Customer Data Platform stores all guest data in a consolidated guest profile based on the click behavior, activities on the website and offline conversions (newsletter registration, booking, contact request, etc.). When a "known" user is visiting, the content automatically adapts to the needs of the guest.
The website is the shop and the shop is the website: The products offered are harmoniously integrated into the content and thus decentralized, contextually available for sale. After the booking has been completed, guests are informed via marketing automation prior to arrival, during and after their arrival about events, experiences or infrastructures that might be of interest to them.
The marketplace realized for this purpose makes it possible to procure services from suppliers from the destination in just one purchasing process. The Kleinwalsertal has been pursuing the strategy of making online bookings via the organization of destinations for a long time. With success: The booking figures are rising continuously, up to 50% in the year after the implementation of this solution. And that pays off for the host companies and providers in the region because accruing commissions remain as added value for the companies. Thus they can focus on their most important asset - a better customer journey and improved customer loyalty of their guest.
A hotel management school expressed a desire to update the existing website and make it more sales-oriented. In addition, more insights into the school should be possible for the user and visually a magazine style should be implemented.
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